Web Otis (left) of San Francisco makes a purchase at the America's Cup Team Store on Pier 27.

Web Otis (left) of San Francisco makes a purchase at the America's Cup Team Store on Pier 27.

Photo: Lea Suzuki, The Chronicle

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America's Cup Team Store

America's Cup Team Store

Photo: Lea Suzuki, The Chronicle

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New boutique: America's Cup Team Store

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Right now, the official America's Cup souvenir shop in San Francisco stands alone in a white tent bordered by construction fences at Pier 27, on the Embarcadero at Battery Street. By next summer, however, it will be cheek-to-jowl with the America's Cup Village, now under construction, that will serve as a hub for concerts, big-screen TVs, wine bars and other public activities; a media center; a headquarters for race authorities; and a cruise terminal.

The shop opened Aug. 26 and contains a variety of clothing, gifts and accessories, most notably jackets bearing the names and sponsors of competing teams from New Zealand, Great Britain, Sweden, Korea and France, but not, unfortunately, from China, Italy (made by Prada, and the most sought-after), or Oracle Team USA (made by Puma and currently sold only on the America's Cup website.)

Sailing gets a knock for being a rich man's sport, but at the America's Cup store, there's something for just about every price range. "We're trying to be as accessible as possible," said James Whitburn, licensing manager for the America's Cup Event Authority. "More inclusive than exclusive."